The Allure of Arabian Travellers

With its notable position of being “the world’s fastest growing and dynamic tourism market,” the Middle East is also considered as one of the promising outbound travel markets for the Philippines. This has been validated by the Department of Tourism’s (DoT) statistical data on visitor arrivals from the Middle East (including Bahrain, Egypt, Israel, Jordan, Kuwait, Saudi Arabia, and United Arab Emirates) to the Philippines in 2008. Records showed a growth rate of 13.5 percent compared to the previous year with a total of 40,508 travellers. During the first two months of 2009, tourist arrivals from the region had increased by 20 percent despite the slowdown of global tourism.

Drawing from this encouraging result, the DoT has once again showed its commitment and aggressiveness to “jump on the bandwagon” with other ASEAN (Association of South East Asian Nations) neighbors, who have been considerably positioning their tourism products and services to the Middle East market. At the recent Arabian Travel Market (ATM) held at the Dubai International Convention and Exhibition Centre, the Philippines – represented by the DoT together with some delegates from the private sector (hotels, resorts, and travel agencies) – was among the 2,200 exhibitors from across the globe.

“One significant aspect in our participation in the ATM for the second time around is that we’re able to convey the message of promoting the Philippines as one unique destination in Asia. Our presence here is a very strong indication that we will continue to maintain and strengthen the program,” shares Benito C. Bengzon Jr., DoT assistant secretary and head of Teams Japan, Asia Pacific, and Middle East. “Our focus for this year is on the major destinations such as Manila and Cebu, with options to include Bohol, Boracay, and Palawan. We will also continue to promote other activities or experiences that we can offer like shopping, as well as spa and wellness.”

On top of a bigger booth area (from 60-sq.m. in 2009 to 100-sq.m. this year), the Relaxation Zone was a popular attraction of the Philippine delegation. At a separate booth, visitors were treated to a 15-minute traditional massage called hilot or bentosa. As an added delight, Sindaw Philippines Performing Arts Guild showcased traditional Filipino songs and dances, offering trade guests a glimpse of the Philippines’ rich cultural heritage.

Strong alliance with industry players

Asec. Bengzon puts emphasis on the significant role the private sector has played in realizing the government’s objective of intensifying its efforts to position the country as an attractive and preferred overseas destination among the Middle East travellers. Some of the delegates have signified their commitments to continuously support the program.

Recognizing the great potential of the Middle East market, the Manila Hotel, an active participant for two years now, has been doing an information campaign about the country. “There’s really an interest about the Philippines as most of the inquiries we received are quality ones because they [Arabs] are asking about what they can do in the country,” relates Marwin Velicana, sales manager of Manila Hotel Corporation. “Being the first hotel to be Halal-certified, this is a plus factor. And we will soon have our own Halal section.”

Another industry player that has reaffirmed its commitment of support is the Shroff International Travel Care Inc. Joining the event for two straight years is a must, according to its product development manager Sheena Shroff, because of the excellent quality of buyers and the potential of business opportunities. She further says, “We have seen the positive response of the market and this has given us even more confidence to further our involvement in the information dissemination, promotion, and selling of various Philippine travel products and services. The importance of this market spans various travel-related and hospitality-based industries, which in turn create job opportunities here in the country.”

A Dubai-based travel agency, Seat Holidays Dubai (LLC), is also one for advancing the Philippines as a perfect destination. Its Filipino general manager, Godfrey Dingal Jr. comments: “We are grateful about what the DoT has been doing particularly with its involvement in the yearly ATM because it has encouraged and increased tourist arrivals to the Philippines.”

Distinct recognition, brighter prospects

In just two years after its significant comeback to this premier travel and tourism event in the Middle East, the Philippines received the “New Frontiers Awards” for its recovery efforts in the aftermath of typhoon Ondoy in September last year. The award aimed at recognizing “destinations that make an outstanding contribution to tourism development in the face of staggering adversity.” It also cited the DoT’s implementation of a “multi-faceted campaign to lure tourists back to the Asian country, which also saw it endorse 28 new tourism projects worth US$821 million, with estimated employment capacity of 15,567 once operational.”

“The award that the DoT was able to get in this year’s ATM is an indication of our efforts to successfully promote Philippine tourism in this part of the world,” discloses Consul General to Dubai Benito B. Valeriano, “To be competitive, we have to continuously assess our tourism policies to attract the bigger market. We have to show the improvements we have done to make travel within the country convenient for tourists.”

With the DoT capitalizing on its marketing tagline “7,107 Islands, Beyond the Usual,” Asec. Bengzon also highlights the possibility of participating in other fairs in the region to expand the network. “It is important to continue improving, developing, and tailor-fitting our tourism products and services according to the requirements of the market,” he said.

The unique brand of hospitality and distinct character of Filipinos have always been drawing tourists to other than “beyond the usual” attractions. Walter Dias, an Arabian marketing executive based in Doha, Qatar describes Filipinos as fun-loving and friendly people. “Throughout the islands, foreign guests are always welcome in their cities and homes. Of course, any traveller who has been to the Philippines would tell you that it’s the people and their culture that make the country unique. The Philippines truly qualifies as one of the great frontiers in Southeast Asia.”